New strategy leverages Brampton’s venues, youth demographics and cultural strengths to grow sport tourism

​BRAMPTON, ON (June 25, 2025) – The City of Brampton’s first-ever Sport Tourism Strategy has been endorsed by City Council, marking a key milestone in establishing Brampton as a premier destination for sport event hosting in Ontario and across Canada.

Building on the Brampton Tourism Strategy approved in 2021, this newly endorsed Sport Tourism Strategy lays out a clear, intentional roadmap for harnessing the power of sport tourism to boost Brampton’s economy, engage local communities and inspire youth participation. Developed in partnership with Sport Tourism Canada, Toa Consulting and The Data Jungle, the strategy outlines a vision, five key goals and 66 actionable tactics to support Brampton’s growing ambitions in the sport tourism sector.

Sport tourism is the fastest-growing segment of the global tourism industry and Brampton is already a proven player, generating more than $20 million annually in economic impact and booking over 25,000 hotel room nights through more than 30 sporting events each year. The Strategy identifies a bold vision to grow this momentum, focusing on:
  • Validating Brampton’s sport tourism vision by prioritizing 18 high-potential sports
  • Becoming Canada’s hub for culturally significant sport events, reflecting Brampton’s diversity
  • Strengthening existing sport franchises, such as the Brampton Steelheads and Brampton Honey Badgers
  • Establishing Brampton as a provincial and national training and event hub
  • Operationalizing a participant-first model, aligning departments and partners around measurable outcomes
Research conducted for the strategy included stakeholder workshops and engagement, accommodations and venue analysis, environmental scan and a sport tourism readiness assessment.

Learn about Brampton’s tourism efforts by visiting: www.brampton.ca/tourism​. 

Additional Information

​Quotes

​“Sport is deeply rooted in Brampton’s identity, and our new Sport Tourism Strategy reflects our ambition to lead the way in sport hosting. With world-class facilities, strong community engagement and one of the youngest and most diverse populations in the country, Brampton is ready to welcome the world. This strategy is an investment in our economy, our youth and our city’s future as a major destination for sport.” - Patrick Brown, Mayor, City of Brampton
​“This strategy is not just about bringing more events to Brampton – it’s about building a more resilient local economy. Sport tourism generates significant revenue, drives hotel stays and supports our small businesses. By taking a strategic and coordinated approach, we’re setting the foundation for long-term economic growth without adding pressure to the property tax base.” - Councillor Navjit Kaur Brar, City Councillor, Wards 2 & 6, Chair, Corporate Services Section
​“Brampton’s Sport Tourism Strategy is a reflection of our community – vibrant, diverse and full of potential. From kabaddi to cricket, youth and women in sport, our city has the opportunity to celebrate sport in ways that are culturally meaningful and inclusive. This strategy prioritizes youth engagement, community pride and health and wellness, while opening doors for new partnerships and participation across generations.” - Rowena Santos, Regional Councillor, Wards 1 and 5; Chair, Community Services Section, City of Brampton
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About Experience Brampton
Experience Brampton brings to life the city’s Sport Tourism, Arts & Culture, Special Events and Culinary offerings. In 2025, the City supported 25 sport tourism events and 13 festivals through the Tourism Sponsorship Program. From vibrant festivals and public art to hidden gems and family-friendly attractions, there’s something for everyone to discover. Plan your next adventure at experiencebrampton.ca and follow Experience Brampton on X, Facebook and Instagram.

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As one of the fastest-growing cities in Canada, Brampton is home to nearly 800,000 people and more than 110,000 businesses. People are at the heart of everything we do. We are energized by our diverse communities, we attract investment and we are embarking on a journey to lead technological and environmental innovation. We partner for progress to build a healthy city that is safe, sustainable and successful. Connect with us on X, Facebook, LinkedIn and Instagram. Learn more at brampton.ca. 

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